促銷折扣、品牌知名度、與知覺價值對消費者購買意願影響之研究

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题名:	促銷折扣、品牌知名度、與知覺價值對消費者購買意願影響之研究 A Study of Relationship with the Effects of Discount depth, Brand Awareness, the Process of Customer Perception on Product and Purchase Intention
作者:	洪郁翔
贡献者:	國際企業管理研究所
关键词:	折扣幅度品牌知名度知覺價值認知品質認知犧牲認知價值購買意願
日期:	2006
上传时间:	2014-09-05 13:47:00 (UTC+8)
摘要:	近年來，台灣流行服飾業所面對的經營環境日趨競爭、產業變化快速。諸如國際貿易的開放、資訊的發達等因素，使得國外服飾品牌及國內自有服飾品牌數量急遽增加，在面對這樣的環境下使得台灣服飾業大多必須重視促銷活動，以期增加銷售額與擴大市場佔有率。然而，消費者是否購買該項產品，其對於產品的知覺價值則扮演一個相當重要的角色。消費者一般會購買讓他認知到較高價值之產品，可能是較低價格或較高品質。由於消費者的知覺價值往往會因為不同因素而有所差異，因此消費者所感受到的知覺價值，亦常成為廠商所密切關心的問題。依據過去不同學者之研究得知，消費者的購買意願分別會因為不同的促銷型式、品牌知名度而有不同的影響，因此本研究進行產品之價格促銷折扣幅度、品牌知名度、與消費者知覺價值干擾下(認知品質、認知犧牲、認知價值)對購買意願之影響。採用2×2×2的因子實驗設計法，以品牌牛仔褲為實驗產品，對大台北地區消費者進行問卷調查，並透過三因子多變量變異數分析及相關分析加以探討。結果顯示：促銷折扣、品牌知名度對消費者購買意願產生影響，整體知覺價值亦對消費者購買意願產生影響，但其中認知品質與認知價值，並不產生干擾效果，僅認知犧牲會干擾品牌知名度對消費者購買意願的影響。 Recently, the fashion industrial in Taiwan are over-competitive, and environment changed rapidly by the force from international trading and information flow had been developing very well in current fashion industrial market. Therefore, many enterprises are expecting to increase sales and share of market by focusing on the promotion activities. As a matter of fact, “Perceived value” has played an important role when a consumer is facing a purchase intention. Generally, consumers will buy a product when they had perceived a higher value on either a lower price or higher quality. Under different factors, the consumers’ perceived value is always existed differently consequently, so; the perceived value is always valuated by fashion industrial company, when they conduct promotion strategy. According to the scholar researches in the past, finding of a consumers’ purchase intention will be influenced by different promotion activities, brand Awareness. The purpose of this study try to discuss on discount depth, brand awareness and customer’s perception which customer’s perception is a moderator to affect the response variable (purchase intention). This examination manipulates 2×2×2 factorial experimental design and Brand Jeans are affected as an experimental product in this study. This study uses questionnaire which is issued to customer in Taipei. And the returned datum is analyzed by three-way MANOVA and regression analysis. The main results are as follows: there is (1) the discount depth; brand awareness and customer’s perception respectively affect to purchase intention. (2) there are three aspects in the customer’s perception, two of them；Perceived Quality and perceived Value do not moderate to purchasing intention, and only perceived sacrifice interact with brand awareness and affect to purchase intention.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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